Matt Kelly on Digital Strategy

Lesson 5 is about complacency.

It doesn’t matter if you’re Google, Microsoft, or the local jeans store, if you aren’t moving forward, you’re moving backwards.

Being an ‘industry leader’ does not concrete future success. Whilst it’s true that it is far more difficult to win consumers over an existing, dominating company (eg: Google vs. Bing), ultimately the company with the best product/services will defeat all.

Don’t get me wrong, too much change quickly will leave consumers and employees unsettled, however it’s vital that a happy medium is determined to ensure all key stakeholders appreciate the change rather than fear it. Finding this difference will ensure steady development occurs whilst taking stakeholders into consideration.

If business isn’t moving forward relative to the broad economic cycle, consumers will look for alternatives.

This marks the end of my 5 step series. I’d love any feedback you have to contribute, which can be communicated via any of the links on the right.